Experiential Agency We’re Magnetic Is Closing Due to Covid-19 Impact

Experiential marketing firm We’re Magnetic will close at the end of August due to Covid-19’s impact on the industry. The agency, with offices in New York, Los Angeles and London, announced its closure on social media and in a statement from chairman Rick Rathe. “We are living in unprecedented times and like so many others,…

With Europe’s Biggest Carnival Canceled, Papa John’s Is Sending Dancers Out to Deliver

LONDON–Notting Hill Carnival in London is one of the biggest street parties in the world, attended by two million people each year. It’s the biggest street party in Europe, and second in scale globally only to Rio’s Carnaval. The carnival usually takes place on the streets of West London over the last weekend of August…

Finish Asks Folks to Skip the Rinse in New Water-Saving Program With National Geographic

Since Covid-19 lockdowns began in March, eating meals at home has been the norm for many Americans, naturally causing an increase in dirty dishes. As hand-washing dishes can be a water waster–Energy Star reports one post-meal pre-rinse can waste up to 20 gallons–Finish is encouraging consumers who own dishwashers to put their plates directly into…

For Prohibition-Era Perry Mason, HBO Created the Ultimate L.A. Meal Kits Circa 1932

Musso & Frank Grill has been a Hollywood institution serving red meat and stiff drinks since 1919, and in pre-pandemic days, it could have been the ideal spot for an HBO shindig for the Depression-era drama Perry Mason. But given Los Angeles’ Covid-19 cases have continued to climb this summer, the premium network had to…

SoFi Wants Couples to Make a Financial Plan for Happily Ever After

Money can be a major source of stress in relationships, and the Covid-19 pandemic has undoubtedly heightened finance concerns for quarantined couples. SoFi wants to alleviate these concerns and help couples have financial talks through a live digital event. The online personal finance company will hold a session called Financially Ever After on Twitter Live…

Women’s Sports and Esports Offer Biggest Opportunities for Marketers Right Now

After just one weekend of baseball, the possibilities for live sports are again in question during the era of Covid-19 as more than a dozen Miami Marlins players and coaches tested positive for the virus. So what are sports marketers (and sports fans) to do? According to Shizuka Suzuki, assistant vp of sponsorships and experiential…

Country Crock Plant Butter Helps Bakeries Deliver 1,000 Cakes for Quarantine Birthdays

While the Covid-19 pandemic has forced many brands to pause or pivot their campaigns since March, Country Crock Plant Butter found an opportunity to execute a social good campaign to support struggling small businesses and consumers. The dairy-free butter, which the Upfield-owned company debuted in 2019, teamed with agency BCW Global for #HomeboundBirthday, a social…

FX Aims to Entertain and Challenge Fans With First Digital Comic-Con Experience

Thousands of fans flock to San Diego Comic-Con every July, but with Covid-19 canceling this year’s massive pop culture convention, organizers have spent the past three months programming online panels, exhibit halls and activities for Comic-Con @ Home. FX Networks, which has had an experiential presence at the event for seven years, fully pivoted planned…

Summer Camps May Be Canceled, But These 5 Brands Created Educational At-Home Alternatives

More than 14 million kids and adults attend camp each year, according to the American Camp Association, but the Covid-19 pandemic has made the summer pastimes quite different in 2020. With large, in-person gatherings still unsafe, online camps from home have become a temporary new norm. Brands have hopped on the trend–launching free, interactive programs…

Create & Cultivate Teams With Postmates for Pandemic-Proof Retail Pop-Up

While Americans might be hesitant to shop in stores as they reopen during the ongoing Covid-19 pandemic, Create & Cultivate is offering consumers a way to peruse items without stepping inside a physical store. The women-focused career advice platform and events business has partnered with Postmates to open a retail pop-up in Los Angeles offering…

It’s a Bird. It’s a Drone. It’s a Hot Air Balloon. No, It’s Kind Snacks’ Latest Stunt

When Kind Snacks realized that because of Covid-19, it wasn’t going to be able to host the pop-up it had planned for the launch of its new frozen snack bars, the brand knew it had to do something big to stand out. So rather than choose between a celebrity endorsement and a crazy stunt, Kind…

Brands Should Embrace Intersectionality to Effectively Reach Women of Color

In her nearly 20-year career working for entertainment brands and experiential marketing agencies, Bonnie Smith experienced what many Black people and people of color are still facing today: She’s been the only Black person in board meetings–even at entire agencies–and was often only tasked with leading accounts that clients considered multicultural. Along with challenges of…

‘The Art of Protest,’ a Virtual Exhibit, Shows the Cultural Impact of Black Lives Matter

When Set Free Richardson looks at protest photos from the 1960s, he can’t help but notice how similar they are to the ones taken in 2020. The creative director of Compound, a South Bronx-based creative agency and gallery, is a big believer in photographs as visual representations of facts. So when Black Lives Matter protests…

Klarna Launches Digital Shopping Pop-Up That Will Disappear After 48 Hours

On the heels of its first U.S. marketing campaign, ecommerce brand Klarna has launched a digital shopping experience that gives consumers a chance to snag sought-after items for free–but they’ll only have 48 hours to do so. The Swedish payment app has opened the 48 Hours Smoooth Room, a pink, disappearing digital pop-up selling 15…

With the Olympics Postponed, Airbnb and Athletes Will Host a Virtual Summer Festival

While fans have to wait until 2021 watch their favorite Olympians and Paralympians compete in Tokyo, Airbnb is launching an online festival of experiences hosted by athletes timed to the original kickoff of the 2020 Summer Olympics. The home-sharing platform, in partnership with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC), will…

Showfields Reopens Retail Space Alongside New Virtual Curations

Showfields, the three-level experiential department store in NoHo (North of Houston Street in Manhattan) that calls itself part retail store, part art exhibition, has reopened its doors (and its famous entry slide) after a months-long shutdown due to Covid-19. But the retailer hasn’t been sitting idle amid the pandemic. Instead, like so many other brands…

Comic Artists Bring Dreams to Life for Audible’s Release of The Sandman

Morpheus, the protagonist in DC Comics’ The Sandman, is the ruler of dreams, stories and the imagination. To celebrate the first audio adaptation of Neil Gaiman’s graphic novel series, Audible has created a digital campaign that turns fans’ real dreams into art with help from notable comic illustrators. The Amazon-owned audiobook and spoken-word entertainment company…

Vans Taps Women, Trans and Nonbinary Skateboarders for Creative Workshops

There’s an art to creating skateboarding media, and Vans is inviting consumers to learn the basics with help from women, trans, nonbinary and gender-nonconforming talent. The shoe and apparel brand partnered with The Skate Witches, a submission-based media zine and platform for the skating community, to launch the Depth of Field virtual workshop series. The…

Essence Turns Annual Festival Into a Virtual Experience for the Black Community

When the Covid-19 pandemic forced Essence to cancel its 50th in-person festival in April, the media, tech and commerce company quickly pivoted to produce an all-virtual experience to engage consumers during a time they’d normally be in the Big Easy. The Essence Festival typically draws more than 500,000 people and makes a $300 million economic…

Augmented Reality Is Having a Moment. Don’t Miss Out

Augmented reality has received much attention over the last few months as stores closed their doors and consumers sheltered in place. AR brings the in-store buying experience into consumers’ homes. Shoppers can see how a new pair of glasses, cute summer dresses or freshly dropped sneakers look like on their own faces, bodies and feet,…